Eye-tracking studies
in the web browser

HTXN09: Eye-tracking course 241114

nils.holmberg@isk.lu.se

Presentation

  • Nils Holmberg
  • Computational
    content analysis
  • Cognitive
    communication effects

Overview

Free internet use, online ads

Online, survey (1)

  • children and adolescents
  • natural browsing situation
  • equipment in schools
  • retrospective interviews
  • perceived, actual exposure
  • advert saliency analysis
  • effect of advert animation

Perceived, actual exposure

Online, survey (1)

  • advert saliency analysis
  • effect of advert animation

Antisaccade pre-test

Online, survey (1)

  • anti-saccade task
  • 36 trials
  • prop. correct responses
  • focus attention
  • filter out distraction
  • developing in children

Effects on attention

Online, survey (1)

  • lessons learned
  • experimental conditions?
  • need an online task!
  • individual differences
  • attentional control

Online grocery shopping

Online, survey (2)

  • behavior in physical stores
  • new research questions
  • focus on analysis methods

Visual saliency and attention

Online, survey (2)

  • product relevance
  • product placement
  • purchase decision

Saliency analysis

Online, survey (2)

  • product properties
  • web page position
  • subjective relevance
  • predictors of…
  • visual attention
  • purchase decision

Saliency algorithms

Online, survey (2)

  • website screen recordings

Bottom-up processing

Online, survey (2)

  • fast, automatic
  • salient information
  • visual attention

Top-down processing

Online, survey (2)

  • slow, awareness
  • based on goals, tasks
  • visual search
  • product relevance
  • option quality
  • internal factors, subjective
  • product placement
  • external factors

Theoretical model

Online, survey (2)

  • visual saliency
  • product relevance
  • product placement
  • visual attention
  • purchase decision

Website video analysis

Online, survey (2)

  • screen recording analysis
  • general set (dairy products)
  • intermediate set (yoghurt)
  • specific set (flavor yoghurt)
  • search phase, end
  • decision phase, start
  • manual time encoding

Scroll compensation

Online, survey (2)

  • screen recording analysis
  • combine video frames
  • content loaded dynamically
  • decision phase (category)
  • add product to shopping cart
  • decision phase, end
  • manual time encoding

Complete web page image

Online, survey (2)

  • screen recording analysis
  • separate video frames
  • web page stitching
  • combine eye-tracking data?

Eye-tracking data analysis

Online, survey (2)

  • data synchronization
  • scroll compensation
  • aoi analysis
  • sample measures
  • dwelltime, revisits

Probability of looking

Online, survey (2)

  • visual saliency
  • product relevance
  • online, physical store
  • product placement
  • visual attention
  • decision making

Overview

Social media interaction

Offline, experiment

  • comment agreement condition
  • 20 facebook posts (soft/hard)
  • ca 100 university students
  • visual attention on AOIs
  • user rating to share, read
  • web-like stimuli
  • presented with psychtoolbox

Effects comment disagreement

Offline, experiment

  • disagree, more visual attention
  • disagree, interaction hard news
  • disagree, less likely share
  • effect on attitudes, behavior
  • communication research
  • Dutceac Segesten, A., Bossetta, M., Holmberg, N. & Niehorster, D.C., 2019

Online text comprehension

Online, experiment

  • Simola et al. 2011
  • 28 adults
  • 32 web pages
  • texts, ca 100 words
  • 2 ad positions
  • self-paced trials

Effects of advert saliency

Online, experiment

  • no effects on reading comp.
  • no effects on reading measures
  • small effects on advert attention
  • what about children?
  • measures of advert distraction?
  • replication study with 9-year-olds

Commercial website text comprehension

Online, experiment

  • 6 texts (IReST)
  • right position ads
  • 3 comp. questions
  • 3 adverts (GIF)
  • static, animated cond.
  • repeated measures
  • task-distractor area
  • task-relevant, irrelevant
  • anti-saccade pre-test

Experiment interaction

Online, experiment

Individual differences

Online, experiment

  • anti-saccade pre-test

  • 36 trials

  • prop. correct responses

  • focus attention

  • filter out distraction

  • developing in children

  • hypothesis:

  • prefrontal control negatively associated with ad attention

Effects of advert saliency on children

Online, experiment

  • compared to adults

  • negative effect on reading comp.

  • performance measure

  • positive effect on advert attention

  • distractor area

  • advert distraction depends on

  • individual factors, gaze control

  • Holmberg, N., 2016

Authentic online adverts

Online, experiment

  • multi-dimensional
  • personalized content
  • dynamically served
  • representative sample?
  • exp. conditions?
  • task-relevant adverts
  • create primary task
  • ecological validity?
  • salient adverts, animation

Static web pages

Online, experiment

  • static html files, templates
  • loaded locally, faster
  • html links for progression
  • unique urls for each trial
  • online google forms
  • repeated measures design
  • latin square randomization
  • separate per participant
  • 50 lines of code per trial
  • https://nils-holmberg.github.io/scom-expm/lab/xml/exp/html/001/inst-1.html